Research On Customer Satisfaction In Fuxin Branch Of Cnpc Based On Poset Decision Theory

With the rapid growth of automobile users in Fuxin,the market competition of product oil sales tends to be fiercer,and it has been the key strategic point for operation management to consolidate customer market warding off the customer loss.For the past few years,the sales volume of CNPC Fuxin branch has been decreasing with a serious loss of customers.Therefore,it is urgent to study the customer satisfaction and its influencing factors by means of scientific methods and then seek for the main reasons and countermeasures.Such study not only has important significance to the development of the company,but also is beneficial to the improvement of the service level of the product oil sales market.Based on the research on the theories and applications of customer satisfaction at home and abroad,coupled with the characteristics of the product oil sales enterprises,this paper constructs the evaluation index system by Poset decision method to make a thorough investigation and in-depth analysis on the customer satisfaction of the CNPC Fuxin sales branch.It is found that the two-pole analysis method expressed by Poset is superior to the traditional averaging method.The later can identify the advantage indexes,but cannot identify the inferior ones effectively.The positive evaluation of customers mainly focuses on brand,location convenience,corporate image,oil quality and environment,etc.,and the group identity has been highly consistent especially in product brand,location convenience and social image that are the core elements of company to attract customers currently.For another side,the negative evaluation mainly centers on the guidance to customers,new media publicity,promotional activities and service attitude,which reflects the biggest disadvantages of CNPC Fuxin Branch at present.Through the non-parametric test of the negative indexes,it is found that the service efficiency is extremely important and the propaganda of new media channel is not enough with the bad sales promotion.Meanwhile,there are also some problems in the customer management of the company.Thus,it is essential to improve the service level,strengthen the propaganda of new media channels,increase various promotional activities,implement sophisticated customer management and establish reasonable and effective assessment methods,which is beneficial to the improvement of customer satisfaction.